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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

importance

The scale uses five, seven-point Likert-type items to measure the degree of love and devotion a person has toward GOD.

The level of excitement and satisfaction a person believes he/she would feel if receiving a particular gift certificate is measured with four, ten-point items.

The importance a consumer places on good customer service in a particular product category is measured with three, seven-point Likert-type items.

The level of concern a consumer has about product quality, including the willingness to pay more to get it, is measured in this scale with four, five-point Likert-type items.  Three of the items are general with regard to product categories while one refers specifically to food.

Three statements with a nine-point response format are used to measure how important and meaningful a slogan is to a person.

The importance of a person’s attitude about a particular object or topic and the certainty of his/her attitude is measured with five, seven-point items.

A person’s favorability towards a particular behavior due to its importance and expected benefits is measured with four, seven-point semantic-differentials.

Four, seven-point items measure a person’s interest in a specified object and how important it is to him/her.  The scale is general in the sense that it can be easily adapted for use with a wide variety of objects to which a person may be involved, mostly likely of an enduring nature.  Unlike many, if not most, general measures of involvement that are composed of semantic differentials, the items in this scale are Likert-type.

The scale uses six, seven-point Likert-type items to measure a person’s general belief that having money is necessary in order to have a happy life and this "need" is not just true of the respondent; all people need money.

The importance a person places on being healthy, with an emphasis on physical health, is measured using three, seven-point items.